Location: Greater London

Areas of expertise: Mid Market

Fuel is a leading, award winning, London-based boutique PR agency with regional, national and international stretch to match our clients' focus and ambitions. Our watchwords of power, passion and energy will fuel your PR objectives for dynamic and effective campaigns and increased commercial success.

Fuel was recently awarded the PRCA consultancy management standard, the gold standard of service for the PR industry.

Consumer, Fashion & Beauty, Healthcare (Pharma & OTC), Nutrition & Ingredients, Food & Drink, Sport, Lifestyle & Wellbeing, B2B, Construction

Areas of Expertise:
Corporate – positioning, profiling, partnerships
Endorsement by experts, professionals, commentators and celebrities
Media – consumer, trade, online and social – all sectors
Trade – campaigns for manufacturers, wholesalers, retailers, industry organisations and charities
Purchasers/Consumers – at varying lifestyle stages
Public awareness campaigns
Regulatory Affairs
Issues and crisis management
  • Gillian Waddell

    Managing Director Gillian Waddell, Managing Director, is a dynamic, results-driven consultant to leading national and international industry players. Gillian's magnetic and charismatic personality inspires, energises and commands trust, dedication and loyalty. Her focus on client success is embedded in Fuel’s culture.

    For the past five years Gillian has been President of Women in PR, one of the UK’s leading PR industry groups.
  • ““I just wanted to put on record that we really appreciated your work from you and the team. You did some very good work and it certainly helped us re-energise the Accoya and Tricoya brands especially in the UK. Can please pass on our thanks to the rest of the team also as they were part of the recent successes.””

    Bryan Crennell, Head Of Sales & Marketing, Accsys Technologies | Recommended on 18th July 2013
  • ““Gillian and her team presented me with a series of well thought and highly detailed strategies to help the brand I was trying to build. Her tenacity and attention to detail go before her and her ability to get results by driving a high standard were self evident. Perhaps less obvious but equally impressive was her thoughtful nature and the way she motivated a super team who clearly adore her.””

    Andy Lewis, Sales & Marketing Director, Scottish Fine Soaps | Recommended on 18th July 2013
  • ““Since appointing Fuel as our PR agency earlier this year I have been a happy man! We were in a place with our existing agency where we were just not getting results through. We knew we needed a London agency but were nervous about the cost and general hassles that this could incur – especially with us being based in the North.

    However, I am delighted to say that this hasn’t been the case. Put simply, Fuel are a no nonsense agency who are down to earth and just deliver. They are easy to work with and relentless in their passion for overachieving for our brands. We get great value and great results.

    The team are fun, enthusiastic, passionate – but more importantly, you get a real belief as a client that they genuinely give a you-know-what about your brands and getting the results.
    If you are looking for an agency that knows their stuff, one that you can trust to deliver and really enjoy working with then take the plunge. We did, and we have never looked back.””

    David Leigh, International Marketing Director, Helen of Troy | Recommended on 18th July 2013
  • “"Gilly is one of the most dynamic PR experts that you will find in the healthcare arena. She has a relentless attitude to delivering a good job and works creatively to find new ways of getting the message across. She has done sterling work for me both in the UK and internationally."”

    Gordon Farquhar, Managing Director, Boots International at Alliance Boots | Recommended on 18th July 2013
  • ““I am happy to give my recommendation for the PR support in the UK.  We have used Fuel for our PR activities in the UK for several years, and we are very satisfied with the productive results.””

    Joar Opheim, CEO, Nordic Naturals, Inc. | Recommended on 18th July 2013
  • ““AIMp, as the body representing the interests of independent Multiple Pharmacy businesses in the UK, has been associated with Fuel for some time and has found their insights into the community pharmacy market of considerable value.

    Gillian and her team are extremely well connected within the market place and Gillian is well known and respected by the major stakeholders and players within the sector. Fuel has been most effective in raising the profile of our sector, resulting in considerable growth in our membership, including pharmacy businesses and other companies anxious to grow their market share within our sector.””

    Colin Baldwin, Chair Executive, AIM Pharmacies | Recommended on 18th July 2013
  • ““Given that there are many PR companies to choose from in the UK, making the right decision is always difficult.  Having worked with many different ones during my long career I can wholeheartedly recommend Fuel. 
    So what makes them different?
    Firstly they spend time at senior level to really understand the clients’ needs and then create a plan to meet them, which delivers.  Although our brands are small and niche, Fuel have been able to gain great exposure for them at a reasonable cost.
    Secondly, they go to great lengths to measure the effect/impact of the coverage that they have achieved.  This is always a big question for clients and is important in determining how successful the agency is.
    Lastly, they are great people to do business with, fun and friendly. How you as a client are treated tells you a lot about how Fuel will be handling your business with the media.  The ‘likeability’ factor is very important when dealing with the media as it adds value to the ‘product’.”

    Geoff Harrison, Managing Director, Alida Health & Beauty | Recommended on 18th July 2013
  • ““I’ve worked with Fuel PR’s Beauty Team for several years and I find them to super friendly, competent and quick when it comes to dealing with any enquiry I throw their way, whether it’s requesting press materials or asking them to set up interviews. They are knowledgeable about their brands and will always go the extra mile to suggest coverage ideas or to fulfil my requests. I wouldn’t hesitate to recommend them to any brand seeking good PR.””

    Emily Miller, Editor, Pure Beauty | Recommended on 18th July 2013
  • ““Fuel – Does exactly what it says on the tin!””

    Anna Maxwell, Managing Director, Fizz Marketing | Recommended on 18th July 2013
  • ““I have had the pleasure of dealing with Fuel PR for the past couple of years now and can highly recommend them. Every single member of the team I’ve worked with has been friendly, reliable and efficient and I know that if I need something doing quickly I can rely on them! As well as responding immediately to any requests from us, they also use their initiative; providing interesting and exciting press releases related to anything current in the beauty ‘world’.””

    Sofie West, Editor, Beauty Salon News, Professional Hairdresser | Recommended on 18th July 2013
  • “"Great skills and energy, army of contacts she networks well, challenging, quirky, fun to work with, lots of drive, great team around her - just meet her!"”

    Ken Smith, Managing Director, Chaucer Foods | Recommended on 18th July 2013
  • ““Fuel PR has extensive experience in consumer and healthcare fields and has fostered and maintained a productive working relationship with the individual titles within the CIG portfolio. The hard working staff at Fuel PR have years of market knowledge and insight dating back more than 20 years and are always keen to explore innovative ways of communicating to healthcare professionals.””

    Martin Calder-Smith, Commercial Director, Communications International Group | Recommended on 18th July 2013
  • ““I have worked with Gilly on different clients for 5 years now, I can say that I have never met a PR person that exudes so much focus and energy on client business as she does. Proactivity is her default setting, always addressing the client's communication objectives, always thinking ahead and, always delivering a healthy and, more importantly, meaningful ROI. If you want results, talk to Gilly.””

    Simon Parker, Owner, TCS Media | Recommended on 18th July 2013
  • ““Gillian's a pro, in the true sense of the word.””

    Shane Starling, Editor, William Reed Business Media Ltd. | Recommended on 18th July 2013
  • ““Gillian has always provided an excellent service, from understanding the brief ,developing creative solutions and delivering results in an enthusiastic manner.””

    Tom Gurney, Marketing Director, Crookes Healthcare / Alliance Boots | Recommended on 18th July 2013
  • ““Two things you are guaranteed to get with and experience. In addition, Gilly is totally focused on the commercial imperative. She understands the broader business issues and how her specialism contributes to the bottom line. A true professional.””

    Crispin Reed, Managing Director, Brandhouse | Recommended on 18th July 2013
  • ““Having worked with Gillian Waddell and her Fuel PR team as a client since 2008 it is clear that her personal and professional qualities clearly contribute to the success of her company - and her clients.

    Gillian is a mover and shaker with incredible dynamics as a networker and creator of business opportunities – for her company as well as others.

    She is as dedicated to her company as she is to me/my company as her client. She is never more than a phone call away and always ready to help out when needed.

    She is creative and solution oriented and with her considerate unselfish manners she is a pleasure to work with.””

    Gunilla Traberg, Head of Marketing, EPAX | Recommended on 18th July 2013
  • ““Gillian and her team worked with me to develop and deliver an impressive media campaign resulting in significant high profile results. Her passion and drive, combined with her personal ownership and commitment, ensure that the desired results are achieved in a timely and effective manner.””

    Jason Taylor, Commercial Director, FIRSTCARE | Recommended on 18th July 2013
  • ““Gillian has been fundamental in our marketing and branding efforts to broaden the awareness of both Accoya and Tricoya products as well as Accsys plc. Gillian successfully guided and helped us during a particularly dynamic and sometimes challenging period and I would whole heartedly recommend her .””

    Paul Clegg, CEO, Accsys Technologies | Recommended on 18th July 2013
  • ““I worked with Gillian over a number of years and found her a consummate professional in her field. She is a high energy individual with infectious enthusiasm. This coupled with real commercial knowledge and business experience means she will always deliver value to her clients. With her network of contacts and breadth of experience I would have no hesitation in using Gillian in the future.””

    David Clauson, Director, J Sainsbury plc | Recommended on 18th July 2013
  • ““Gilly brings a unique focus to the communications work that she does- she focuses on getting great media/PR results, by a deep understanding of the company's target audiences and the issues it wants to discuss. Additionally, her service is very cost-effective and tailored to the needs of the company. Most especially, her style is very open, very creative and honest and absolutely focusssed on delivering the results.””

    Rupert Maitland-Titterton, Marketing Director, Nestle | Recommended on 18th July 2013
  • ““Gillian Waddell is a remarkable public relations strategist with the outstanding ability to generate publicity in the global markets. I had the pleasure of working with Gillian in the London office on a number of projects, and she has my highest recommendation. I look forward to working with her again soon.””

    Chris Fiaccone, Marketing Manager, . | Recommended on 18th July 2013
  • ““Gilly is an awesome PR individual. She fizzes with energy and enthusiasm and has an unprecedented network of contacts which enables her to deliver fabulous results. Superbly creative and effective.””

    Karen Green, ., Alliance Boots | Recommended on 18th July 2013
  • ““Gilly is a consummate PR professional. She is an extraordinary blend of creative and personal dynamism together with a relentless focus on results.””

    Tim Johns, Corporate Communications Manager, J Sainsbury plc | Recommended on 18th July 2013
  • ““I have hired Gillian's PR agency several times over the last 16 years in different companies for various market leading brands. Her ideas are the most innovative I have ever seen and her networking skills are second to none. She has the same passion for your organisation/brand as you do and definitely gets have to see it to believe it!!””

    Andrea Nichols, Marketing Director, Pharmacia Ltd. / Pfizer Inc. | Recommended on 18th July 2013
  • ““Gillian is an extremely intelligent and competent Public Relations professional and has been of great help and assistance to my company. I am very happy to recommend Fuel PR.””

    Jeremy Findlay, Managing Director, Tayleur Mayde | Recommended on 18th July 2013
  • ““Gillian provides inspirational leadership to a highly motivated, dedicated and creative team at Fuel. They have an excellent mix of PR skills and experience which Gillian draws on to provide clients with high quality, reliable and exciting campaigns. She succesfully mixes a strong eye for details and budgets with innovative, convincing and deliverable proposals. She and her team are also great fun to work with! I would recommend her without reservation.””

    Paul Martin, CEO, Timber Trade Federation | Recommended on 18th July 2013
  • ““Fuel PR handled Tena/Serenity's sponsorship activation for The More Marathon and I had the privledge of working very closely with Gillian and her Fuel PR Team. I can't tell you how much I admire their creativity, energy, dilligence and attentive follow through on every single element of the activation process. Plus, Gillian is a delight to work with, with a wonderful sense of humor!””

    Carol Campbell, Publisher, More Magazine | Recommended on 18th July 2013
  • ““Excellent and well run organisation.....very creative. Takes personal interest in each of their clients and works very closely with them to insure positive results. Professional and 1st class in every way. A pleasure to work with.””

    George Prattes, International Sales Director, DenMat Holdings LLC | Recommended on 18th July 2013
  • ““An excellent PR professional with consumate communication skills. I couldn't think of a better advocate to have on my account””

    Harry A Hyman, Managing Director, Nexus Healthcare | Recommended on 18th July 2013
  • ““Just a quick line to say that I enjoy working with the Beauty team at Fuel PR. They keep me regularly informed about new product launches that are relevant to our readership, either on the phone or via email. The press releases are easy to read and well put together so I can cherry pick what I want to write up. Fuel PR also respond quickly to any queries I might have, which is essential when I'm really busy and have to file a story. Nothing is more annoying when a PR doesn't get your sense of urgency and works on their time which is often too late by then, so naturally the story doesn't go in. Fuel respond quickly and send over high res images and product details, making my job so much easier.

    I am happy with dealing with the team at Fuel, who also happen to be a friendly, likeable bunch. What's not to love!””

    Irene Shelley, Editor, Black Beauty & Hair Magazine | Recommended on 18th July 2013
  • ““I have had the absolute pleasure of working with Gilly and Fuel PR on many occassions since 1999, where she worked as the sole agency for Sainsbury's Novon and Robert McBride. I can say without hesitation that both she and Fuel are dynamic, creative, energetic and most importantly results driven; providing amazing coverage and hightened awareness of our brand. I can wholeheartedly recommend both Gilly and Fuel - she is one of a kind who is totally dedicated to your business and cares about the quality of work and success she delivers.””

    Carrie Mannering, Marketing Manager, Robert McBride | Recommended on 18th July 2013
  • ““You can’t get more proactive than this! I have known Gillian for nearly 15 years and have worked with her in both Lyons Waddell & Fuel. The creative energy (which is abundant) is equal to her ability to deliver the required result in the most difficult & complex product areas which have lacked attention. Working in both corporate & entrepreneurial businesses I have established a great working relationship with her and would highly recommend Gillian and her team.””

    Mark Brewer, Buying Director, J Sainsbury plc | Recommended on 18th July 2013
  • ““We have now been working with Fuel for the last four years and I want to thank you for the substantial contribution you have made to the success of our company. MoMedics Group Ltd., has grown significantly since you have been acting as our PR Agency and you have certainly done a fantastic job in getting us press and media exposure for our products, and the ACE value of the coverage achieved is outstanding.
    I have been continuously impressed by the energy of your team and the passion they show for our products. Their proactive attitude is a credit to you and your careful selection of high performing individuals who always fit the Fuel DNA. We have had a couple of personnel changes to our account team in the last four years but you have always managed to deliver a consistently excellent service and maintain the very high standards you set."”

    Simon Bluring, Vice President Europe, HoMedics Group Ltd. | Recommended on 18th July 2013
  • ““As a current client representing a new Venture capital backed company and a past client running one of the leading global companies in Healthcare I am most pleased to endorse Fuel 's credentials. The team can manage successfully Pan European projects or on the wider Global platform.
    What is key for a client is speed, insights into the issue with a new perspective and successful execution of agreed strategies. This is what Fuel can deliver. In addition the team bring great experience and specific competences but with youthful energy and passion.””

    Godfrey Axten, CEO, Gamma Medical / Novartis Consumer Healthcare UK & Scandinavia | Recommended on 18th July 2013
  • ““Fuel is a well established PR company and well known for its performance in the health and wellbeing sectors. Our publications have always had an excellent relationship with Fuel’s team and we think they’re great to work with.””

    Ben Allen, Managing Director, Mark Allen Publishing | Recommended on 18th July 2013
  • ““I am very pleased to provide you with a reference regarding the outstanding work that Fuel has done for us over the years and I am particularly pleased that it is in support of your ongoing relationship with our friends at Titan Timber.
    Canada Mortgage and Housing Corporation, as the Canadian government agency concerned with housing export, strictly ensures, understandably, that any public relations work undertaken on our behalf meets the strictest requirements for public scrutiny. We hire our advisors with Canadian taxpayers’ money and must be able to demonstrate best value in all our activities. In this regards we have been consistently impressed with Fuel both in terms of their creative input and their follow-through.
    We have been provided with several different file managers over the years and have been impressed not only with the level of care and attention we have received from each of them, but also with how the transition between these managers has been particularly seamless."”

    Oliver Drerup, Senior Consultant, CMHC International | Recommended on 18th July 2013
  • ““Gillian is a highly effective and personable leader at the top of her profession. She has a great team and provides a superb service with all members of her staff showing huge dedication all delivered with massive empathy and a smile.””

    Stuart Greenfield, Marketing Director, Accsys Technologies | Recommended on 18th July 2013
  • ““Gillian is an expert in her field and second to none. Her creativity, business talent and PR-drive is unique and exceptional. Her company Fuel PR is unique boutique PR company with a group of talents offering superior PR services in addition to their energy, passion and drive. I would highly recommend Gillian and her team to any company looking for PR or strategic business advice in the Health, supplement and beauty area.””

    Svein-Erik Nilsen, Managing Director, TN Packaging AS | Recommended on 18th July 2013
  • “Peace and thanks.
    Team Magic.

    Lord-Pharaoh ImHotep-AmonRa, Founder & CEO, Egyptian Magic | Recommended on 18th July 2013